"Ad skipping and on demand viewing could cost the TV industry $27 billion in lost ad revenue over the next five years, according to new research released today by Accenture. The consultancy reports that 70% of ads are already being skipped by viewers with digital video recorders; that trend will only get worse as DVR penetration grows from the current 8% of homes with DVRs to a projected 40% by 2009."-- Advertising Age